Get To Know TIM WHITLEY

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Augustine Ross
8 years ago
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2 Get To Know TIM WHITLEY Where were you born? Stamford, Texas What is your occupation? President & Founder of SI Auto Favorite NFL team? Dallas Cowboys Favorite College football team? Arkansas Razorbacks What is one random fact about you? I am a degreed meteorologist who reported for CNN during Hurricane Katrina What is your favorite quote? The best way to predict the future is to invent it. -Alan Kay What is your favorite social media site? Instagram What is your favorite movie? Red Dawn How did you start working in digital marketing? A challenge I presented to my boss at the TV station, then challenged me to develop an emedia business plan for the station 2

I am a degreed meteorologist who reported for CNN during Hurricane Katrina What is your favorite quote? The best way to predict the future is to invent it.

3 What is your dream car? Chevrolet Tahoe (I have owned 3) If you could go on vacation anywhere in the world, where would you go? Antarctica Any pets? Two Dogs Aside from food, clothing and shelter, what s the one thing you can t go a day without? My iphone In one sentence, where do you see digital marketing 10 years from now? Not being defined as Digital Marketing but something new that challenges us 3

4 Terminology... Behavioral Targeted Marketing: Targeting advertising to consumers who have demonstrated purchase intent through searching for a vehicle, customizing a car, or requested a quote from a dealership online. Bounce Rate: The percentage of people who leave your site after viewing only one page. Brand Frequency: The number of times a consumer sees a marketing message during a given time. Content Development Strategy: The messaging plan that is put in place for all forms of advertising (traditional & digital) to produce fresh content every week that centers on the brand. Marketing Channels: The advertising media available to help place messages to your desired audience. Multi-screen: Consumers use multiple screens simultaneously and sequentially. Example: Watching TV and surfing the Web on an ipad at the same time, or seeing something on TV and researching it later on an ipad. Precise Targeting: What we refer to as the sniper rifle approach. This form of advertising targets someone who has already shown interest in a new vehicle or, by his or her profile, matches a certain demographic the vehicle is known to reach. Ads are only displayed to consumers who meet the predetermined qualifications or demonstrate the behaviors. 4

5 ... Retargeting Ads: Online display ads that follow consumers after they have visited your site. Example: Joe looks at a RAM 1500 on your website. Joe leaves your site without calling or filling out a form to request more information. He visits ESPN. com to check up on his favorite team and sees an ad for your dealership promoting a RAM Search Engine Marketing (SEM): Paid search results in search engines such as Google, Yahoo!, and Bing. Search Engine Optimization (SEO): Tactics to help a client s website show up in the organic (non-paid) section of search engines. Since Google s Hummingbird update, the name of the game has been keeping fresh and engaging content on the site for search engines to crawl and readers to enjoy. Stimulus: Broadcast-style advertising that evokes a specific reaction. Touchpoints: The points of contact a buyer makes when researching then ultimately purchasing, a vehicle. TraDigital: The art of blending traditional and digital marketing. 5

Search Engine Marketing (SEM): Paid search results in search engines such as Google, Yahoo!, and Bing.

6 The Stats when you practice tradigital. 6

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8 How to Practice TraDigital in Your Day-to-Day Operations STEP 01 Write down all the touchpoints where a consumer interacts with your brand prior to buying a new vehicle. Examples: search, website, social media, YouTube, OEM sites, third-party STEP 02 Define your dealership; not necessarily a slogan, but a definition of who you are. The Tradition Continues (family) This is Deal Country USA (best incentives) Thomas Promise (customer service) The Road to Savings (location) STEP 03 Fully relate to your customers and how they experience your brand with the list you formulated in Step 1 and start implementing the changes. It should be over 16 items. Search: SEO & SEM Website: About Us, Service, Inventory pages, Home page, Finance, Specials, Chat, etc. Social Media Engagement YouTube Channel Experience Third-Party Sites On the lot Inside store Employees 8

The Tradition Continues (family) This is Deal Country USA (best incentives) Thomas Promise (customer service) The Road to Savings (location) STEP 03 Fully relate to your customers and how they

9 STEP 04 Make sure you have the right vendors to be consistent with message and work with traditional ad agency to always stay on target with message. STEP 05 Content development strategy with consistent brand image across all media. STEP 06 Consistency. 9

10 Precise Target Media Options Sniper Rifle Marketing Internet Radio o Pandora o XM Radio o iheart Radio o itunes Radio o Spotify Online Video o Hulu o Hulu Plus o Amazon o Video Pre-roll o Online SEO-Optimized videos Search Engine Marketing (SEM) o New Inventory SEM o Used Inventory SEM o Con-Questing SEM o Service SEM Display o Retargeting Ads Social Media o Facebook Ads o Twitter Ads o LinkedIn Ads o Instagram Ads 10

videos Search Engine Marketing (SEM) o New Inventory SEM o Used Inventory SEM o Con-Questing SEM o

11 Broadcast Media Options Shotgun Marketing Television Radio Print o Newspaper o Magazine o Mailer Broadcast messages can be pushed through many digital outlets as well, such as Internet radio, online video and marketing, but can be more expensive versus using broadcast to accomplish building your brand. Behavioral Media Options In-Market Shoppers Online Video o Video Pre-roll Display o Behavioral Ads Social Media o Facebook Ads o Twitter Ads o LinkedIn Ads 11

12 Traditional and digital marketing are NOT enemies. The two are perfect for each other when a plan is in place to blend them. 12

13 Questions? 13

14 Notes... 14

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Grow Your Business With Digital Marketing

Grow Your Business With Digital Marketing The Team Jeff Gordon Creative Director + Agency Principal Kim Gordon Account Director + Digital Strategist Jim Braunschweig Business Development + Social Strategist